We are GPY&R

Work

We believe ads can be beautiful and rewarding experiences. We love making ideas people want to spend time with. Here are a few of our favourites.

Virgin Australia Melbourne Fashion Festival

The Virgin Australia Melbourne Fashion Festival is as close as you’ll physically get to the new season’s fashion. Therefore the 2015 campaign prompts audiences to ‘get close’ and experience fashion in new ways, ways only possible at the Festival.

Shot by one of Australia’s leading photographers, Georges Antoni and styled by Kelvin Harries, the Festival’s 2015 creative features a series of close-ups, tight crops, unique poses and hints the latest trends featured in the upcoming Autumn/Winter collections.

AGL, A Day In The Life

Schweppes – This Calls For A Cocktail

People are incredibly routined when it comes to drinks; They order cocktails at fancy bars on special occasions, drink beer by the BBQ and arrive at dinner parties laiden with wine and champagne.
Boring!

We wanted to challenge not only the perceptions of cocktail appropriate occasions, but also to give people the confidence to get creative with the drinks they make at home.

And to bring this all to life, we wanted to produce a campaign that “pecked” at these engrained habits until people felt inspired to give it a go – be it because it’s Wednesday (mix “The Hump Day”), because you left your phone at work (mix the “Off the Grid”) or simply because your boss went on holidays (mix the “booyah”).

To launch the campaign, we made over 100 pieces of contextual communications – including 27 TVC’s and 70 print executions, and will continue to react to anything or anything we reckon “calls for a cocktail”.

And every time we create a new drink – we upload it to our drinks hub to ensure people always know where to go when they get thirsty.

Got to the end of this article? This calls for a cocktail.

(Produced & Edited by Studio 162)

The Human Walking Program

An adoption campaign where the dogs did the rescuing.

Traditional pet adoption advertising makes us feel sorry for shelter dogs. But when you think about it, we’re the ones that are trapped in confined spaces, with little sunlight and not enough exercise.

The Human Walking Program was an event where we took Lost Dogs Home dogs into Melbourne’s CBD and let them take anxious office workers for a lunchtime walk.

The campaign completely changed people’s perception of shelter dogs. With over 5000 lawyers, bean-counters and highly stressed suits rescued. But most importantly, every single dog at the event was adopted.

Awards

SP Lager – Mozzie Box

Client: SP Lager

Office: Brisbane

In Papua New Guinea, blokes love drinking SP Lager outdoors around fires and BBQs. Unfortunately, mosquitoes love it too and in tropical PNG, malaria carrying mosquitoes are both big, and plentiful.

This summer PNG’s number one brewer solved this beer drinker’s problem by turning the SP Lager carton into an insect repellant. The cartons were printed with a eucalyptus coating, which acts as a natural insect repellant when it burns – like a mosquito coil.

So as guys enjoyed a few beers around their fires, they tore off pieces of the carton to make a eucalyptus infused smoke that kept mosquitoes away.

Awards

Schweppes – Tumble

Client: Schweppes Australia

Office: Melbourne

We think Schweppervescence feels a bit like this.

Awards

Defence Force Recruiting – Mobile Medic

Client: Defence Force Recruiting

Office: Melbourne

Mobile Medic is the first medically diagnosable advertising created for the Australian Defence Force.

Mobile Medic is a highly-targeted recruitment campaign that travels to medical universities around Australia. On the day students use the Mobile Medic app to test their diagnostic skills on real medical emergencies.

The posters are the patients and their iPhones and iPads are the diagnostic tools.

Awards

Santos Tour Down Under – The Puppet Peleton

Client: South Australian Tourism Commission

Office: Melbourne

The Puppet Peloton. 12 of the world’s best cyclists travelling the country to promote the Santos Tour Down Under. Kind of.

Part machine, part magic, The Puppet Peloton is 12 mechanical cyclists with 24 articulating legs and a top speed of 80 kilometres an hour. It hits Adelaide this week as Australia’s premier cycling event gets underway.

In the months leading up to the event The Puppet Peloton travelled over 2,000kms, seeking out riders on the nations most popular cycling routes to deliver one simple message, “follow the Peloton to the Santos Tour Down Under”.

Conceived by GPY&R and built over a period of 9 months by Melbourne production team Peter Blackwood and Mick Hurren, The Puppet Peloton is in Adelaide for one final time this week.

Awards

Rip Curl – Search GPS

Client: Rip Curl

Office: VML/GPY&R Sydney

Rip Curl SearchGPS revolutionises the way surfers interact with the ocean. Bringing together innovative motion tracking, real-time environmental data and intuitive information design in a fully mobile platform, SearchGPS finally allows surfers to capture, learn from and share the moments they spend their lives searching for.

Public Transport Victoria – Model Commuters

Client: Public Transport Victoria

Office: Melbourne

With more Victorian’s using public transport than ever before, the onboard passenger experience was getting worse. More passengers onboard, means less personal space and tensions over travel etiquette were beginning to rise.

The challenge was to encourage better travel etiquette amongst Victoria’s public transport users to make the experience far more pleasant.

We created life-sized model train figurines, complete with their own packaging, and placed them onboard various trains, trams and buses.

These Model Commuters then became in-situ demonstrations of the correct travel etiquette, teaching fellow commuters how best to behave.

Red Cross – Embers of Empathy

Client: Red Cross

Office: Sydney

Australia’s leading artists and George Patterson Y&R Sydney are teaming up with Red Cross in 2014 for a landmark project to provide relief and recovery support for people affected by the state’s recent bushfires.

The innovative ‘Embers of Empathy’ project will see prominent Australian artists use charred fragments from houses and land destroyed in the recent Blue Mountains bushfires to create unique artworks that will be auctioned next year to support Red Cross disaster relief and recovery work.

Executive Director for Red Cross in NSW, Di Jay says ‘Natural Disasters like the recent bushfires in NSW are a recurring and tragic aspect of life in Australia.

“We hope ‘Embers of Empathy’ will not only provide ongoing help for those recovering from the bushfires, but help ensure Red Cross will always be there to provide relief and recovery support where and whenever disaster strikes.”

Andrew Dowling, GPY&R Group Managing Director says “Our relationship with Red Cross goes back to the 1940s when our founder, George Patterson was an active member of the NSW Red Cross Board.

“We are particularly pleased to be working with Red Cross as they head into their centenary year next year, celebrating 100 years of Red Cross in Australia.”

Prominent artists represented by the Olsen Irwin Gallery have already started the creative process of turning charcoal into art, and the entire ‘Embers of Empathy‘ project will culminate in a star studded art auction in Sydney early next year.”

NRL – The Sharks: Feeding Time

Client: NRL

Office: Sydney

The Cronulla Sharks have unveiled ‘Feeding Time’, their 2014 campaign. Sharks legends Andrew Ettinghausen and Stuart Raper travelled to Cape Town, South Africa, to find the fiercest version of the Sharks mascot in the flesh.

Taking the seal decoys used by scientists to study the behaviour of Great Whites, the lads dressed them in each one of the opposition’s team jerseys before throwing them overboard, one by one.

The tattered jerseys themselves will be auctioned off to fans later in the season with all proceeds going to shark conservation.

The content will be available to fans at the Sharks website, as well as appearing during home games at Remondis Stadium and on interactive print that let fans Blippar video evidence of how a Bulldogs, Knights or Titans shirt was torn to shreds.

The ‘Feeding Time’ activation is part of the broader repositioning of BORN WITH IT, created for the club by Patts Y&R Sydney, reaffirming to fans Australia-wide that ferocity, fearlessness and a sense of fun are some of the qualities that the Sharks have had from day one.

Better Democracy NZ – Citizen

Client: Better Democracy NZ

Office: Y&R New Zealand

Voter participation in New Zealand is on a steady decline, and recent public referendums have been ignored by those in power. The population is slowly becoming disillusioned and numb to the workings of government.

Our brief was to re-engage New Zealanders in the democratic process. On a global level, technology is fueling change. The use of Twitter during the Arab Spring uprising is just one recent example of the power to connect and organise people. The Citizen App aims to harness this growing power, by creating a tool that allows not just New Zealand, but the world to vote, creating Democracy in real time. Knowing your opinion is supported by the vast majority can strengthen resolve and inspire action, creating a force for change and a global platform for media reference.

Each phone that activates the app is given a Citizen number, no identifying personal information is collected. Every day a question is asked of the Citizenry. Once a Citizen has voted, they can view the results, then pose a question of their own. The topic that trends most often becomes the question for the following day. Results are viewed on an interactive map, revealing differences of opinion across countries, regions, and suburbs. The open source results can be shared by anyone: private citizens and media outlets all over the world. Citizen (version 1.0) was successfully launched nationwide in New Zealand – a test market for future launches, with Australia and USA scheduled for the end of 2014.

Queensland Government – 13 Quit

Rather than focus on the usual health warnings and scare tactics, we brought to life the isolation and exclusion that smokers feel these days.

This commercial has resonated strongly with the target – in the first week of the TVC airing, calls to the 13 Quit line were up over 200%. and have now reached their highest levels in 7 years.

Defence Force Recruiting – Air Force FM

Client: Defence Force Recruiting

Office: Melbourne

We sent engineering students all the parts they needed to assemble a functioning radio, except the instructions. Students had to prove their problem solving and circuitry skills, wiring, folding, gluing, testing and soldering the components to complete the radio successfully.

Once assembled, each radio was tuned to Air Force FM, our dedicated radio station created just for this campaign. The station broadcasted our ad on loop, instantly offering successful students a fast track to an exciting career.

Awards

DEFENCE FORCE RECRUITING – LEAD THE WAY

Client: Defence Force Recruiting

Office: Melbourne

This new campaign for Defence Force Recruiting focuses on the distinct way Navy Officers lead as part of a team. The creative focuses on the variety of roles within the Navy and how these Officers go about their job.

Defence Force Recruiting – Anytime. Anywhere

Client: Defence Force Recruiting

Office: Melbourne

GPY&R and Defence Force Recruiting have created a new Air Force brand campaign in the form of an interactive film called, “Anytime. Anywhere.”

The story follows a full-scale mission scramble, which seamlessly changes time and place, while showcasing everything the Air Force has to offer. But it’s online where users can delve deeper into the Air Force than ever before.

Awards

AFL – IN A LEAGUE OF ITS OWN

Client: AFL

Office: Melbourne

The Australian Football League signalled the start of the 2009 season with a new TV commercial. The commercial draws inspiration from the varying skills of AFL players and showcases how these skills apply across a range of sporting codes. AFL is portrayed as being in ‘a league of its own.’

SCHWEPPES – BURST

Client: Schweppes

Office: Melbourne

After years of product centric communication it was recognised that the Schweppes brand was loosing relevance which in turn was driving declining market share. GPY&R developed a master brand communications strategy to address this by reminding people of the indefinable properties of Schweppervescence and it’s positive effect on feeling and emotion. From this strategy the Burst campaign was born with multiple film based executions forming the bulk of the campaign.

HEINZ – BUST OUT THE BEANZ

‘Bust out the Beanz’ encourages consumers to rekindle the love they have for this treasured Aussie classic, and ‘bust out’ their forgotten cans of Heinz Beanz left in the cupboard.

Vic Roads – Road Mode

Client: Vic Roads

Office: Melbourne

Stops Messages. Saves Lives.

Mobile phone related accidents accounted for 25% of driving accidents in Australia in 2011. VicRoads, the Australian Government’s Department of Road Safety, asked GPY&R Melbourne to help reverse this trend. Rather than another ad campaign, Patts Melbourne developed a new tool that allowed drivers to change their behaviour behind the wheel.

Australian Federal Police – Missing Persons Pre-Roll

VML Australia teamed up with YouTube and the Australian Federal Police to create a new method for locating missing persons using interactive YouTube pre-rolls.

The national campaign, titled ‘5 Seconds To Change a Life’, was launched in conjunction with Missing Persons Week and served YouTube users with geo-targeted pre-rolls containing images of missing persons last seen nearby.

The videos leverage the YouTube ‘skip’ button in a unique and powerful way by prompting users to hit either ‘yes’ (indicating they’ve seen the missing individual), or ‘no’ (prompting the ad to be skipped). If users hit ‘yes’, they’ll be directed to the AFP website to provide more information.

36 missing individuals were featured, and over one million Australians saw the photos.

Says VML Creative Lead, David Jackson, “People want to help but don’t really know how. This campaign gives YouTubers a simple way to assist in a worthy cause without too much effort. We hope it can really make a difference. If even only one person’s found, it will have been worthwhile.”

Google couldn’t be happier about their involvement. Roberta Macdonald, Google Head of Creative Agency Engagement, said: “Millions of Australians watch YouTube every month, so the chance that even one person might recognise and help find a missing person is high. The Australian Federal Police and VML are setting an inspiring example of how to use YouTube to bring attention to important societal issues in eye-catching and effective ways.”

Says VML’s Aden Hepburn, “We’re really proud to be finding new ways to utilise mainstream YouTube functionality to increase awareness and help the AFP with such an important initiative.”

QUICKFLIX – SMART MOVIES

Client: Quickflix

Office: Y&R New Zealand

This TV campaign is our first for Quickflix, Australasia’s leading online movie company. It features two TV & film actors, on set, in costume, between takes. We join them mid-conversation, as they discuss the merits of Quickflix.

AFL – 2013 FINALS

Legendary You Am I front man, and passionate AFL fan, Tim Rogers is reunited with AC/DC’s “Long Way to the Top” in this year’s AFL Finals campaign.

In the new TV spot, Tim takes us on a metaphorical journey that riffs on the iconic AC/DC song to show that there’s nothing quite like being at an AFL Finals game, to witness greatness.

BRISBANE CITY COUNCIL – SHADE CINEMA

Client: BRISBANE CITY COUNCIL

Office: Brisbane

Brisbane is the capital of Australia’s Sunshine State. We’re also known as the world’s skin cancer capital. Brisbane City Council wanted to keep residents out of the sun during the hottest part of the day, while still enjoying our famous parks and gardens. So we turned parks into multi-plex cinemas screening free movies on your mobile, but only while you’re in the shade.

AFL – NOTHING LIKE IT

Client: AFL

Office: Melbourne

The campaign showcases people from around the world being shown the game for the first time to prove once and for all that our game, Australia’s game, is truly an extraordinary sport, unlike anything else in the world.

SPRING VALLEY – WHERE SPRING COMES FROM

Client: Spring Valley

Office: Melbourne

People know Spring Valley for its brightness, popping caps, glass bottle and liddle facts. In recent years however the brand had launched into new drinks categories beyond juice which were ultimatly unsucessful and which confused people’s idea of what Spring Valley stood for as a brand. The ‘Where Spring Comes From’ campaign was developed to refocus the Spring Valley brand back around fruit juice and back to being the bright, simple, lively brand that Australians love.

DEFENCE FORCE RECRUITING – DO YOU FIT?

Client: Defence Force Recruiting

Office: Melbourne

As part of a campaign to recruit a wide variety of roles in Navy aviation for Defence Force Recruiting, the “Do you fit?” campaign invited potential recruits to become an essential part of the world’s most advanced helicopters.

DEFENCE FORCE RECRUITING – PAPER BARON

Client: Defence Force Recruiting

Office: Melbourne

Paper Baron, a fun multiplayer iPhone game that takes an old favourite, paper planes, to the next level. Created entirely from paper not pixels, the game involved challenging friends and co-workers to become the Paper Baron of your local area by flying your plane the furthest. To achieve this, the game was made GPS-aware, which meant people could create airstrips wherever they wanted and even take on complete strangers on their own turf. With its fun and addictive gameplay, Paper Baron gave the Air Force a fresh way to educate and lure new recruits, and allowed them to fly into the radar of young, casual gamers.

CRICKET – BIG BASH LEAGUE

Client: Cricket Australia

Office: Melbourne

In 2010 Australian cricket was facing a significant challenge. A ‘lost generation’ of Australian youth saw cricket as their dads game, and not for them. Through understanding what the next generation of Australians were looking for in their entertainment, we were able to reinvent and relaunch the domestic State T20 competition as a true mass entertainment product: The Big Bash League.

Defence Force Recruiting – Impossible Airfield

Impossible Airfield, created for Defence Force Recruiting, is a full-scale military operation that sets out to prove to the Australian public that the Air Force isn’t just a bunch of flashy pilots. That they’re a diverse force ready to operate anytime, anywhere. The three-part online series features 250 troops from a multitude of unsung roles as they attempt the impossible: To travel to the middle of nowhere, build a fully operational airfield and land their largest aircraft, in 36 hours. Each episode contains hotlinks that allow viewers to delve deeper and learn more about each of the featured jobs, from the troops themselves. This in-depth look at each aspect of the mission means the content becomes not just a documentary, but an interactive recruitment ad as well.

LG – FASHION INDUSTRY EXPOSED

Client: LG

Office: Sydney

We were asked to tell the world that The LG Kompressor vacuum out sucks the market leading Dyson. Having nowhere near Dyson’s budget we developed a viral film designed to have cut-through. The hope was that enough people would find it entertaining to share it. The video obviously hit a global social nerve with more than 6 million views worldwide.

CADBURY PICNIC – IT’S NO PICNIC

Client: Cadbury - Picnic

Office: Melbourne

Most people dream of being on TV at one point or another. An integrated campaign for Cadbury Picnic appeals to this desire by offering Australians the chance to make their own TV advertisement. The campaign challenges chocolate lovers to eat a Cadbury Picnic bar in the space of a 30 second commercial break. Digital, direct and TV channels were used throughout the campaign.

NAVY – THE FLEET

Client: Defence Force Recruiting

Office: Melbourne

The concept that two heads are better than one is taken to the extreme in a series of print and outdoor advertisements for the Australian Defence Force. The Navy is represented as one big machine that relies on the collective power of each individual member to function.

Tatts Lotto – Superdraw Bath

Client: Tatts Lotto

Office: Brisbane

How do you describe what it’s like to win Superdraw? It’s like experiencing all the best feelings you’ve ever had all at once. ‘Bath’ is the latest instalment in the Superdraw campaign

SCHWEPPES – MIX IT UP AT HOME

Client: Schweppes

Office: Melbourne

In is the new out – Schweppes encourages Australian’s to mix it up at home and join the Cocktail Revolution with this new TVC.

The Cocktail Revolution is a call out for creative drinkers around Australia to chuck out the recipe books and have a little fun with cocktails at home by experimenting with whatever ingredients and equipment they have lying around. The campaign boasts an aggressive channel mix of Digital, Social, TV, Outdoor, In-Store, Experiential and PR, and the crux of The Cocktail Revolution is its multi-platform site.

Hosted at www.cocktailrevolution.com.au, the site is packed with interesting and inspiring content including recipe suggestions, quirky videos and articles, and delicious homemade cocktails images, all of which take the intimidation out of mixed drinks and make them far more accessible for the everyday.

TATTS INSTANT SCRATCH-ITS – DOUBLE CROSSWORD

Client: Tatts

Office: Brisbane

When you go off to scratch a Double Crossword ticket, you can expect to be gone a while…

COTTEES CORDIAL – BEACH BLASTER

Client: Cottee's

Office: Melbourne

Summer is an extremely cluttered and competitive trading period for every drinks brand. To cut through the clutter and maximise sales in over this period GPY&R and Cottee’s developed the ‘Beach Blaster’ consumer promotion. Purchase of just a few bottles of Cottee’s cordial qualified anyone to claim their very own ‘Cottee’s Beach Blaster’ – a specially designed piece of equipment that once attached to the neck of any Cottee’s bottle would transform an empty bottle into a long range water canon, perfect for a summers day.

SUNCORP BANK – CREEKBED

Client: Suncorp Bank

Office: Brisbane

The problem with running a farm, or agribusiness, is that you’re at the mercy of Mother Nature. This campaign for the Farm Management Deposit Account, shows how Suncorp can help farmers through the ups and downs of their business.

COTTEE’S CORDIAL – SPEECH

Client: Cottee's

Office: Melbourne

The Cottee’s ‘Speech’ campaign aims to take the brand back to its roots by celebrating the simple goodness of childhood – and the fact that no matter how many kids end up in your back yard at the end of the day, there’s always enough Cottee’s to go around.

AGL – DENNIS & JENNY

Client: AGL

Office: Melbourne

This campaign captures how AGL can help customers reduce their energy usage and save money on their bills without having to sacrifice the things they love.

In the campaign, Jenny is her neighbourhood’s table tennis “superstar” hosting tournaments in her garage and Dennis is the “leader of an interplanetary army” and a video game aficionado. Both of them are able to keep doing the things they love but still save money on their energy bills.

AJAX – CLEAN YOUR SOCIAL LIFE WITH AJAX SOCIAL WIPES

Client: AJAX

Office: Brisbane

Each day, millions of users are bombarded with social noise and clutter as a result of their past ‘likes’.

VML & GPY&R teamed up with Colgate’s hero surface cleaning brand, Ajax, to create an easy solution for people to clean their social networking feeds. Called Ajax Social Wipes, it’s a new online tool that lets users single-handedly Spring Clean their Facebook and Twitter accounts, with one easy wipe!

Users simply connect their Facebook or Twitter to the Ajax Social Wipes tool and it automatically rounds up all the pages or profiles that people have ‘Liked’ or ‘Followed’. The Facebook option aggregates all ‘Liked’ Pages for easy spring cleaning, while for Twitter the Ajax Social Wipes tool detects unwanted spam, flushing all bots from the user’s account within minutes.

Said Damian Facciolo, Marketing Manager at Colgate Palmolive “Ajax Wipes are all about efficacy and convenience. Creating a product that delivered these same benefits in the parallel online world we all regularly inhabit, felt fresh and, frankly, like a no brainer”.

Aden Hepburn, Managing Director of VML says; “Agencies don’t often get the chance to create something that people really want or need, and whilst this is a little bit of fun, it’s a utility tool that a lot of people will find is actually something they’ve subconsciously wanted for a while… it will essentially help them clean up the social clutter they’ve been building up for years!”

SUNCORP INSURANCE – TARP

Most Direct Mail goes in the letterbox. Ours covered it. To demonstrate our credentials in storm season, we created special mini-tarp DM pieces.

CRICKET AUSTRALIA – UNITED BY THE MOMENT

Client: Cricket Australia

Office: Melbourne

GPY&R and Cricket Australia have released a new advertising campaign for the Vodafone Test Series, aptly titled, ‘United by the Moment’. The campaign reinforces Australians’ emotional connection with sport and serves as a reminder of how cricket brings all Aussies together in support of our team.

INSTANT MILLIONAIRE

Client: Tatts Lotto

Office: Brisbane

The Royal Edition ticket is Instant Scratch-Its richest prize. So we created a rich user experience. A scratchable print ad that lets people scratch away their old life to see what life would be like as an instant millionaire.

SUNCORP – HUMAN SUNDIALS

Client: Suncorp Insurance

Office: Brisbane

The sun-safety message delivered in the right place at the right time. A simple, interactive outdoor campaign that used kids’ own shadows to show them exactly when to stay out of the sun or cover up. It was launched on Kid’s Day at the Brisbane International Open Tennis Tournament.

SIGNED FINDS

Client: St Vincent de Paul

Office: Sydney

We developed a multi-platform campaign for Vinnies designed to drive foot traffic through the charity’s 253 stores across NSW. ‘Signed Finds’ had recruited leading local and international music artists to donate autographed, pre-loved, personal items that were hidden in Vinnies outlets throughout the state. Fans of these bands searched for hints about the shirts’ whereabouts through a dedicated Facebook page and then hit the stores to find them.

LADDER – HOMEPAGE FOR THE HOMELESS

Client: Ladder

Office: Melbourne

VIC ROADS – ROAD MODE

Client: Vic Roads

Office: Melbourne

Stops Messages. Saves Lives.

Mobile phone related accidents accounted for 25% of driving accidents in Australia in 2011. VicRoads, the Australian Government’s Department of Road Safety, asked GPY&R Melbourne to help reverse this trend. Rather than another ad campaign, Patts Melbourne developed a new tool that allowed drivers to change their behaviour behind the wheel.

Medibank – Breath

This commercial is a ‘chain-breath’. One person breathes in, another breathes out. IN. OUT. All through the film. For as long as you’re breathing, you’re covered with Medibank Health Insurance

DEFENCE FORCE RECRUITING – DUST ANIMALS

Client: Defence Force Recruiting - Army

Office: Melbourne

The “Fly Army” outdoor campaign for Defence Force Recruiting, promoting the role of Army Pilot, employs a visually stunning metaphor to highlight the skill of Army pilots, and the awesome power of the helicopters they fly.

AFL – GAME SIGNATURES

Client: AFL

Office: Melbourne

As part of the “This is Greatness” campaign for the 2011 Toyota AFL Finals Series, GPY&R Melbourne created ‘Game Signatures’, a collection of unique autographs created from player GPS tracking data where the player is the pen.

SCHWEPPES – SWIMMING POOL

Client: Schweppes

Office: Melbourne

If you ask people about Schweppes Lemonade they generally say that they prefer it. But increasingly, at the supermarket shelf, people have been reaching for the product that is cheapest. The Schweppes Lemonade campaign was developed to counter this concerning trend by reminding people of the latent connection that they feel with Schweppes Lemonade and combat the pressure of price. The Lemonade ‘Swimming Pool’ campaign was executed through ‘path to purchase’ outdoor media using arresting visuals that ignite the sense of positive nostagla that is ever present with Schweppes Lemonade.

CARLTON & UNITED BREWERIES – BIG AD

Client: Carlton & United Breweries

Office: Melbourne

The ultimate beer commercial. It doesn’t get any better. Or bigger

Talking Boony

Client: VB

Office: Melbourne

A doll based on legendary beer-drinker and Australian Cricketer, David Boon, that responded to signals sent from the TV during commercial breaks by calling for another round of VB.

About GPY&R

We are a thoroughly modern communications business. We specialise in making commercial creativity that delights and inspires people, grows brands and drives business.

We make ideas for every medium (and quite often invent new ones) to get our message to the right people, in the right place, at the right time. We understand today’s advertising game and we love creating work that people genuinely like to engage with.

We have offices across OZ and NZ and represent in every discipline - brand architecture, campaigns, corporate design, activations, promotions, DM, CRM, digital, mobile, social, shopper marketing and very serious retail. We are part of a global network of 186 Y&R agencies. Y&R’s positioning is ‘The Global Boutique’ – we have the resource and the creative ambition of a global network, along with the care and local passion of a boutique agency.

We exist to solve business problems and unlock disproportionately large commercial success for our clients.

Ben Coulson, Chief Creative Officer, GPY&R ANZ

Creative success is what drives everyone who works at GPY&R. We aim to make world class work for every client and in every discipline. Cannes lions and Effies are our two benchmarks and we’re determined to produce work that the world looks up to.

Our Service

We have inspired and talented people doing great things in many specialized fields. As the industry diversifies, we make sure the best skills are available to our clients, under the one roof.

Direct marketing

Motion & content production

Software

Integrated advertising

Design

Product innovation

Brand strategy & planning

Events

Retail & shopper marketing

Mobile & emerging platforms

Technology services

Data analytics

Brand consulting

Social

Delivering happiness

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ON THE GROUND AT SXSW2015 > What Happens in Texas….Wrapping up South by Southwest:

Jason Buckley

Chief Executive Officer ANZ, Y&R Group - Sydney

Jason Buckley, ACA, has been working with the advertising industry for more than 20 years. Spending the past 12 years working in leading global agencies, including six years in Japan and Asia Pacific management roles, Jason returned to Australia in 2011 to join the Y&R Group across Australia and New Zealand.

Jason has experience across multiple markets in Asia Pacific and has a strong understanding of the operational requirements across various client sectors, from banking to telco’s to retail. Today, Jason continues to apply his broad experience to further develop our business with our clients in Australia and New Zealand.

Ben Coulson

Chief Creative Officer ANZ, Y&R Group - Melbourne

Ben Coulson is the Chief Creative Officer at George Patterson Y&R Australasia, and is a member of the Y&R global creative board. GPY&R was the most awarded Australian agency at Cannes in 2013, is the current Australian Direct Marketing Agency of the Year and has been included in BRW magazines 50 most innovative Australian Companies of 2014. Ben believes in Ruthlessly relevant creativity – meaning he strives to make sure all GPY&R work speaks to the right person, in the right place, at the right time.

Keith Newton

Chief Planning Officer, Y&R Group - Sydney

Keith recently returned to Australia after 12 years in New York. During those years, Keith ran the strategic planning department of Young & Rubicam on Madison Avenue, and was their Manager of Creative Strategy Worldwide. For six years he was a worldwide Group Planning director for Ogilvy New York working with global clients such as Nestle, Coca–Cola Co, Kodak, DuPont, William Grant (Stolichnaya), and SAP. He was recently involved in repositioning global brands for four of these companies. For the ANZ region, Keith also runs Brand Asset Consulting which houses BAV, Y&R Group’s proprietary brand management tool and global database.

Jon Steel

Global Planning Director WPP & Chief Strategy Officer, GPY&R - Perth

Jon Steel is Chief Strategy Officer and Vice Chairman of George Paterson Y&R and for the past nine years has been the global head of planning for the WPP Group. Widely regarded as one of the best planners in the world, Steel started his career at London’s Boase Massimi Pollitt before joining what is now Goodby, Silverstein & Partners in San Francisco. He received a David Ogilvy Gold Award for proving that research and creativity work hand in hand, and has won eleven gold Effie Awards (including a Grand Effie) from the American Marketing Association for advertising effectiveness. Steel is the author of Truth, Lies & Advertising, an enthusiastic, irreverent and insightful look at what it takes to create great ideas, and Perfect Pitch, an enthusiastic, irreverent and insightful look at what it takes to sell them.

Phil McDonald

Group Managing Director, Y&R Group - Brisbane

Phil has 23 years experience in advertising and communications – 13 as a Managing Director in the Australian and Asian markets. He has been part of regional management teams at various top multinationals including Leo Burnett and Clemenger BDDO, across a wide base of clients and categories.

He has worked on some of the world’s biggest brands; Heineken, McDonalds, General Motors, Coke, P&G, Wrigleys, LG, Samsung, Johnnie Walker and Colgate to name just a few.

Phil is as versatile as he is experienced, he has run regional business, run offices of 200 plus staff, been a Head of Planning at Leo Burnett and still enjoys rolling up his sleeves and working with his clients and team on brand strategy and running new business pitches.

Phil has been a government appointed board member of the Pacific Film and Television Commission and is a past Chairman of the Brisbane International Film Festival. He coached and played senior rugby union for well over a decade and still keeps his hand in by coaching his son’s rugby team. However his competitive playing pursuits are now thankfully limited to the golf course.

He has worked with George Patterson Y&R in Australia for 6 years and he sits on the Y&R Brands regional board.

Matt Farrugia

Managing Partner, GPY&R - Melbourne

As Managing Partner of GPY&R, Matt leads the Melbourne agency working across creative, innovation, brand strategy and technology; consulting, developing, rolling out and managing marketing strategies and solutions for many clients in sectors across retail, government, FMCG and more. Matt speaks regularly at industry events and is an executive member of the International Academy of Digital Arts and Sciences.

Brendan Greaney

Creative Director, GPY&R - Brisbane

Brendan shivered through twelve Melbourne winters before moving his family home to the Sunshine State where he is now joint Creative Director of our Brisbane office.

Over the years he has worked on some of Australia’s leading brands and been recognised at some of the world’s most prestigious advertising festivals along the way.

Brendan brings this wealth of experience to Brisbane where he is a passionate believer in building the city’s creative reputation, co-founding Brisbannes, the city’s own festival of creativity, in 2012.

He also brought home a passion for AFL football and hopes that one day the Lions might play finals footy again.

Romanca Jasinski

Executive Producer, GPY&R - Melbourne

Romanca is Head of TV, Content & Photography at GPY&R and one of the most experienced Producers in Australia. Romanca began her career at FCB & Thomson White before moving to Grey. There, she produced numerous TAC commercials that not only won many industry awards but also, more importantly, helped reduce the road toll. Since 1998, Romanca has been part of the Y&R family, working across brands as disaparate as Carlton & United Breweries, Schweppes, AFL, Cricket Australia and the Australian Defence Force to name just a few. In her time she has been involved in six Cannes Gold Lion winning campaigns – proving that hard work does pay off.

In recent years she has broadened her skill set as the industry has developed, expanding into producing a wide range of stills and digital work. She enjoys the challenge of working across multiple mediums and delivering cost efficiencies that can bring world-class content to market for all of GPY&R’s clients. There’s nothing else she’d rather do. Apart from maybe sipping French champagne on a yacht as her ten-year-old son swum down below.

Andrew has spent the past two years as CEO of Y&R Group Indonesia, where he led Y&R Advertising and launched Qais Jakarta with great success.

Andrew has been part of the George Patterson and Y&R cultures for 11 years, working across our network in Asia for more than five.

Amy Luca

General Manager, GPY&R - Sydney

Relocating from Y&R Shanghai, top talent Amy Luca has joined GPY&R Sydney team as Business Director.

Amy’s vast experience includes leading the highly recognised campaign ‘Let’s GAP together’, awarded by Campaign Asia Pacific as Brand of the Year 2011. Prior to Y&R Shanghai, Amy was Digital Strategy Director at Y&R’s sibling agency Agenda Shanghai crafting holistic integrated digital programs for the likes of Wrigley, Gap, Pepsi, Starbucks and J&J. Before Agenda, Amy was also Digital Account Director for Pepsi at TBWA\Chait\Day where she helped develop and launch one of the most successful social media campaigns in Pepsi history, ‘The Pepsi Refresh Project’.

Bart Pawlak

Executive Creative Director, GPY&R - Sydney

Bart Pawlak has plied his trade as an advertising creative and copywriter for the past 15 years.

He began his career at McCann-Erickson where he created campaigns for global brands such as MasterCard, Johnson & Johnson, Microsoft XBOX, Coca-Cola and Bacardi, among others.

Since joining George Patterson Y&R, Australia’s longest-standing ad agency, he has risen through the ranks from Senior Writer to Group Head and more recently Creative Director.

He, along with his creative collaborator David Joubert, now holds the title of co-Creative Director of GPY&R Sydney, looking after brands such as Emirates, LG, Colgate and Revlon. He also regularly creates campaigns for the Government at State and Federal levels.

Bart is a drawer, painter and photo taker in his spare time. His first and lasting passion, however, is for writing.

His work has been published in D&AD, as well as receiving recognition at Clio, New York Festivals, OneShow and, of course, Cannes.

He lives in Sydney’s Sutherland Shire with his wife and three daughters.

David Joubert

Executive Creative Director, GPY&R - Sydney

David Joubert is a passionate art based Creative Director, currently living and working in Sydney.

Born in South Africa, he has plied his trade in various markets, spending most of his formative years at Ogilvy Johannesburg, before relocating for 3 years to Leo Burnett Singapore, as a senior art director.

There, he created successful campaigns for major brands such as McDonald’s, Diageo and Asia Pacific Breweries, to name a few.

Eventually returning to South Africa, he rose to Creative Group Head at TBWA/Hunt Lascaris, the 8th most creative agency in the world at the time.

At Hunts, he created further successful campaigns for Adidas, Nissan and Tiger Brands.

He has been with GPY&R for 6 years and in that time has been integral to building the creative culture and product of the agency.

He works across all business in the agency and has won gold at New York Festivals, Clio’s and Andy’s. Silvers and Bronzes at Cannes.

As well as a collection of awards in all other major shows around the globe, including D&AD.

Julian Bell

Managing Partner, GPY&R - Melbourne

Julian is Managing Partner at GPY&R Melbourne. In recent years his campaigns across Defence Force Recruiting, AFL and Cricket Australia have received local and international recognition for both effectiveness and creative excellence. Julian’s client experience spans Governement, Retail, FMCG, Sports Marketing, Automotive and Financial Services categories. He has worked at some of the worlds most recognised advertising agencies including RKCR Y&R and AMV BBDO London, before settling down at GPY&R in 2007. Julian is currently on the Communications Council’s’ Account Management Group (AMG) committee and a lecturer in Account Management at Adschool.

Richard Boland

General Manager, GPY&R - Brisbane

It is very fashionable to champion communications noise these days. Too many campaigns are measured by the quantity of noise they generate; from extravagant repetition in media, to unqualified blog chatter, to blocked website arteries. There are far too many campaigns focused almost entirely on generating notoriety instead of sales. In this environment, Richard has an entirely different focus. He is proud to be a salesman. He believes that every message we ever create for a client should be RUTHLESSLY RELEVANT. Two words that drive every bit of energy in our agency. And two words that have driven Richard’s career.

Rob Hudson

Chief Digital Officer, GPY&R - Brisbane

Rob has over 19 years’ experience in digital marketing and online brand strategies. Rob has been with George Patterson Y&R since arriving in Australia six years ago. In these years Rob and his team have delivered many world firsts in the digital marketing and social media monitoring space and has won several Cannes lions for digital projects. Rob is a sought after public speaker on emerging digital technologies and social media strategies.

Mike Hyde

Planning Director, GPY&R - Melbourne

With a career bridging both creative and media agencies, Mike is able to bring a unique perspective to the challenges brands and businesses face in a modern and dynamic world.

Mike has a passion for people, insight, creativity and effectiveness; strongly believing that the four are intrinsically linked. He brings this belief to the Planning team, agency and clients, taking a collaborative approach to developing work that connects with people, and contributes to real business and social outcomes.

Andrew Thompson

Creative Director, GPY&R - Brisbane

Andrew has been in advertising for nearly 20 years, beginning in New Zealand and then Sydney and Brisbane. Along the way he’s learnt that great creative work not only requires talent, it requires trust. So he’s particularly thankful to the clients who have trusted him in achieving multiple effectiveness and creative awards.

From multinationals like Kellogg’s, Unilever and Diageo, through to local clients like Suncorp Insurance, Energex and the Queensland Govt, Andrew likes to think he has a wide range of brand expertise. Along with a strangely helpful knowledge of inane music and sports trivia.

Want to join the team?

Can you play a game of dice? Get in touch with us. We always have something going for that special someone and we would love to hear from you.